The Impact of Brand Community Identities and Incentives on Brand Loyalty through Online Brand Interactions (Case Study: Pandora Brand Instagram Users)

The purpose of this study is to investigate the effect of brand community identity and incentives on brand loyalty: the role of consumer brand online interactions. This research is applied in terms of purpose and descriptive-survey in terms of nature and method. The statistical population of this study includes active social network users on Instagram who have used the Pandora brand, from which 385 people were selected as unlikely to be available. To collect data, Kur et al. (2019) questionnaire was used. Content and structure validity were used to assess the validity of the instrument and Cronbach's alpha test was used for reliability, both of which were confirmed. The results of testing the hypotheses by Amos software and structural equation method showed that the identity of brand communities has an effect on online consumer interaction and brand loyalty. Incentives affect online consumer engagement and brand loyalty. Online consumer interaction affects brand loyalty. Online consumer interaction mediates the impact of brand community identity and incentives on brand loyalty.